IMC and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and Research Propositions

Sreedhar Madhavaram, Vishag Badrinarayanan, Robert McDonald

Research output: Contribution to journal › Article › peer-review

Cite this

@article{187bd05892224f5d8bf0c2ec822476c4,

title = "IMC and Brand Identity as Critical Components of Brand Equity Strategy: A Conceptual Framework and Research Propositions",

author = "Sreedhar Madhavaram and Vishag Badrinarayanan and Robert McDonald",

year = "2005",

language = "English",

pages = "69 -- 80",

journal = "Journal of Advertising",

publisher = "Taylor & Francis",

}